When working with small business owners, I find that their main challenge in trying to implement a marketing strategy is that their resources – time, money, and people – are limited. Therefore they must use those resources effectively.

With this in mind, here are 5 simple rules of marketing for small businesses.

5 Simple Rules of Marketing

Rule #1: Identify Your Target Market

You must identify and understand your ideal customer or target market to make better use of two of your most valuable resources: time and money.

By marketing to “everybody” you are wasting a majority of your marketing budget on prospects who will never become your customers.

Rule #2: If They Don’t Know About You; You Cannot Be an Option in Their Purchase Decision

Your business may offer the best products or services in your industry but, if your potential customers don’t know about you, you are not an option in their purchase decision.

By knowing who your ideal customers are, you can engage with them in their preferred media (online or offline) and get more bang for your marketing buck.

Did you know that 89% of your potential customers will go online first to choose between your company and the competition?

So in order to remain competitive, you must not only establish but also maintain an online presence. Because, if your potential customers can’t find you online … you are not an option in their purchase decision.

Rule #3: Don’t Spend Any Money on Promotion Until “Your House Is In Order”

You probably experienced going to a restaurant after seeing their ad only to be disappointed. Why? Because the venue, food and/or service did not meet your expectations.

Your marketing message should reflect your customers’ actual experience and it’s important to deliver on your promise time after time. Make sure that:

Your place of business looks great (brick and mortar as well as web site and other online platforms)

You have enough products and staff to satisfy the demand and

Your employees are properly trained. This brings us to …

Rule #4: To Keep Your Customers, You Must Exceed Their Expectation

Providing excellent customer service gives small businesses a unique advantage to be remarkable and outshine mega companies and other competitors.

Make your customers feel special so that they want to come back, do more business with your company and recommend you to their friends.

Rule #5: Be Consistent and Patient

Buying one ad, sending one email or post one time won’t give you the long term results you are looking for. Creating a consistent message with the right frequency in the right media for your target audience is the key to marketing success.